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The Beguiling

Posted by Debbie Ohi / Posted on October 22, 2007

Peter Birkemoe
If you're a comic fan in Toronto, chances are good that you already know about The Beguiling Books & Art, which The Toronto Star refers to as "Toronto's most discerning comic shop." Located in the Annex's Mirvish Village, the shop is clean and well-stocked, and has a reputation of having titles that other comic stores don't (or won't) carry.

Seth cartoon of Peter
Peter Birkemoe is the owner of the comics, manga and graphic novel specialty store. The illustration to the right is courtesy of Peter; it was drawn by Toronto artist Seth for Wimbledon Green.

Peter was kind enough to answer some of my questions about his store:

How did you get involved in The Beguiling?

I had worked at occasionally at The Beguiling for a few years during my undergraduate years at U of T, taking shifts when people needed days off -basically, just enough to feed my own comic book habit. When the founding owners decided they were ready to sell and move on, I happened to be in the right place at the right time. Having studied to be a chemical engineer, I never imagined a career in retail, let alone in comic book retail. But when the comics bookstore I considered to be the best in the world was offered to me, I could hardly say no.

The philosophy of the store in the early days seemed to be, "look at what other comic shops are doing and what they are stocking, and do something else." The store has never focused exclusively on super-heroes and mainstream titles, and it quickly made a name for itself as a place you could go to get interesting comics.

Comic racks at the Beguiling
Photo courtesy Photosapience
How does your store differ from other comic stores?

The biggest difference between The Beguiling and other comic stores is our commitment to the diversity of the medium. Whether it's graphic novels, manga, bédé (bande desinée as comics are known in French), underground and alternative cartoonists or illustrated art books. We were behind (and hand-selling!) early works by acclaimed artists like Chris Ware, Chester Brown, and Seth, well before they were internationally-renowned, best-selling authors. Likewise, we're always working to discover and promote the next generations of cartoonists and helping them make it to the "big time", whether it's Canadians like Jeff Lemire and Zach Worton or international cartoonists like the Kramers Ergot crew. There's also the fact that the staff here read comics. A lot. We each have a specialty and area of interest, unlike the staff at cookie-cutter bookstores, so if you want to a recommendation within comics, within a sub-genre of comics, you'll get one.

Inside The Beguiling
Photo courtesy Photosapience

What regular events do you host?

Our regular event is "Industry Night", a drink-up/get-together for comics and arts-industry professionals, at the Victory Café on Markham St. It usually includes a reading or presentation component. But really, just subscribe to our mailing list for a week and you'll see that we've also got our fingerprints all over events in the city. This month alone I think we sponsored, promoted, or outright organized more than 10 comics-related events in Toronto... Not to mention our founding-sponsor support of the Toronto Comic Arts Festival, a free, bi-annual comics festival in Toronto that just saw an attendance of over 6,000 people.

Do you do mail order?

We provide mail-order for comics and graphic novels of all stripes to many customers around the country, from Mississauga to Iqualuit. There are so many communities without a decent comics shop! We also exclusively represent the original art sales of a number of our favourite comics artists through our website. Christmas is just 60 days away...

It's clear that you're hugely supportive of Canadian cartoonists, authors and publishers. How many of them frequent your store?

A good portion of the Toronto comics creator community does shop at the store, not only because we do support local talent, but also because our stock is very reader-oriented as opposed to collector-oriented. We have subject sections that appeal to cartoonists and others with a professional interest in comics or illustration. And big names as varied as Jonathan Lethem and Michael Chabon to Art Spiegelman, Robin Williams and Rutu Modan made a pit stop at the Beguiling when they come to town. Also: we have very cool t-shirts.

Comic stacks at The Beguiling
Photo courtesy Photosapience

Graphic novels have been taking off in recent years, even with
mainstream publishers. What do you think accounts for this surge in

At The Beguiling, we tend to attribute the rise in mainstream popularity of comics and graphic novels to a couple of different ideas. The big one is that the population of Baby Boomers, raised on the belief that comics are all 'kids stuff,' have moved out of the prime retail demographic, meaning that the most recent generation or two have grown up surrounding by comics--and loving them--for their entire lives. Kids are reading Bone, teenagers are reading Naruto and Fruits Basket, adults are reading literary titles like Persepolis and Epileptic, there's something for everyone. And that leads into our second idea about the upward swing in comics' popularity--the volume of solid, enjoyable material making it to store shelves. We've reached a critical mass of great comics with more and more being released every week. Even if you spent $50 a week for the rest of your life, you'd never run out of books to read. That's how you know you've got a medium, and not just a "hobby."

Who are your clientele, typically? e.g. ratio of men vs women,
typical age, etc. Have you noticed this changing over the years?

The clientele at The Beguiling has always been more diverse than your average comic shop, again by trying not to have a fannish approach to the medium. Men, women, children, teen girls and boys. As I've mentioned though, the age spread has been widening as the material available to us has been becoming more diverse and our original client base has started to have kids of its own.

I notice that The Beguiling made an appearance in the first season of
the television series, Blood Ties. How did that come about?

The lead writer and creator of the TV incarnation is a regular customer of the shop, and we were happy to lend him our exterior for the production. It was great exposure for us and we have already had some pilgrims in to see the store.

Any awards or other info you'd like to brag about or have mentioned?

There is only one international industry award of note for comic book shops: the Will Eisner Spirit of Retailing award, named after the graphic novel pioneer. The Beguiling won it in 1993, the first year it was awarded. That alone brings people from out of town to the store.

We're quite proud of the vast array of events and programming that we participate in the city, and we'd like to thank our partners at Harbourfront and The International Festival of Authors, The Word On The Street, and The Toronto Public Library, for helping us spread the word about great comics and graphic novels. If your readers are interested in finding out about the best comics events in the city, we'd like to invite them to sign up for our mailing list at The more successful--and well attended--these events are, the more we can do!

Hours: Open Monday-Thursday, 11am-7pm, Friday 11am-9pm, Saturday 11am-7pm, and Sunday 12pm-6pm



llj / May 6, 2010 at 03:16 pm
Still the best comic store in town in terms of variety. They seemingly stock at least one copy of everything comic-related released in the last 30 or so years. Also the only place in town that regularly sells porn comics, so if you need that one issue of AG Manga Comics or that TPB of Frank Thorne's Iron Devil, this is the place to go.

The only problem is that their back issue bin is limited and their anime collection seemingly continues to shrink every 6 months.
John Barker / November 2, 2010 at 11:21 am
They do indeed stock what others won't. Many stores in Toronto, for example, will not sell hentai to minors! (But it is cool, because it is foreign...)
Anonymous replying to a comment from John Barker / November 9, 2010 at 08:14 pm
do they actually sell hentai to minors, like 14 year olds? if ur serious thats ridiculous.
Unknown / January 24, 2011 at 11:20 am
First time I've ever seen Peter smile!

You work in the best comic book shop in the world, lighten up!
Elvina / April 23, 2011 at 10:17 pm
We buy most of our anime/graphic novels for our school library from The Beguiling. Great selection and service. They track what we have already bought from them and add to our current collection and recommend some great new reads for our students. It's also fun to go to the store to shop and browse.
eileen / June 13, 2011 at 07:13 pm
Is there any of these animes avalible here:
Pretty Cure(ANIME)
Sailor Moon(ANIME)
Sonic the Hedgehog(ANIME/COMIC)
Shugo Chara!(ANIME/MANGA)
Cadcaptor Sakura(ANIME/MANGA)

Let me know, thanks.
mike / June 22, 2011 at 07:15 pm
i have a few comic book from 1960-1990 and would like to sell them if ur interested please email me

thank u mike
Judex replying to a comment from eileen / June 23, 2011 at 12:31 am
Eileen, would you please go to the store already, or it's website, and find out? Or just read the article?
eileen replying to a comment from Judex / June 23, 2011 at 06:31 pm
Sorry, I just want to know before I drive out there. Sorry, hehe
yeash replying to a comment from Judex / August 8, 2012 at 06:04 pm
jedex if someone aks something on a message board and you don't have answer then don't reply to it. "but it bothers me to see it posted so many times". well then you have a serious problem.

yeash replying to a comment from eileen / August 8, 2012 at 06:05 pm
eileen your best bet would be to call the store (i used to do that when i rented movies) "do you have a copy of ...". but i'm sure if you keep asking online someone will let tou know. don't let this judex fellow stop you from finding your fave dvds comics.

ps i will keep an eye out next time i go
lion / October 20, 2012 at 09:01 am
This is suppose to be the #1 store in Toronto, so naturally i had to visit.

First impression, the guy working the cash register gave me blank stare when I greeted him; first great sign of customer service, ignore the customer. The bottom floor was messy, books on the floor and categories scattered all over the place. If someone was standing in an aisle i had trouble passing them because of the clutter. Organization aside, the selection was huge and there were lots of superhero book I've never seen else where.

First impression, huge selection of TPB and the staff were interactive; although not a single greeting from them at least it wasn't just white noise like downstairs. The giant bookshelves made me feel like home, but it was tough to see what the selection were on the top shelf. The prices were US Cover, and I picked up 4 comics were I couldn't find at other retailers.

Checkout involved me going downstairs again and the cashier was non-responsive again. I would've had more interaction with a self checkout device, at least they would spell out thank you have a nice day.

Overall: Upstairs carried many TPB which were desirable and felt like a TPB store. I would visit the upstairs establishment again but lower my expectation regarding customer service.
Brian / April 20, 2013 at 09:32 am
First visit to you stores yesterday. Shopping for my son. You guys have everything! Great shop, good friendly staff. When ever I go to see my boy we will be stopping in. It's now our only comic shop!
john / September 19, 2014 at 11:21 pm
yits good
Jeff / February 16, 2015 at 04:03 am
I have to say, this is the one place that whenever I have some oddball random back issue on my want list, they end up having them all in stock. And at very fair prices too, much better than eBay or Amazon. The guy upstairs is super friendly. Always a great experience there and always leave with what I need from there. My main critique is probably something they have no control over, the store is just in a dire need of a renovation. Proper floors, better organization of space, lighting, layout etc. I'm just saying that because I'm in retail as well and it may help them sell even more. But sometimes you can be really limited with the space you have. But either way, it is a great place for comics, but I do agree the downstairs staff are a tad emotionless.
4chanman / April 19, 2015 at 12:48 pm
anime is for weebs

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